Creating Visual Identity with Cultural Symbols and Local Fairy Tales – A Case Study: Packaging Beipu Oolong Tea


Cultural and creative industries in Taiwan have boomed in the last decade as a result of the encouragement of government policies. This is a win-win situation in which local culture is preserved and popularized commercially, while traditional industry is enhanced by the use of distinguishing features of local culture.
In this research, Beipu oolong tea was taken as a subject, to review how this traditional industry has been renewed, and how it found added value by the employment of visual imagery adapted from local fairy tales and cultural symbols. Historical documents, records and photos were searched, analyzed and discussed to picture the local culture (Hakka) and review how Beipu oolong tea, one of the most important local industries, has named, branded and exported since 1935. Using deconstructionist theory, together with semiotic analysis, four cultural characters from local fairy tales were extracted, in combination with cultural symbols, five strategies used in the composition and presentation of significant visual identity are formed. The results have implications for future packaging or brand design, with respect to the ultimate purposes of cultural preservation and transmission, of bolstering traditional industries and identifying further opportunities for growth.

Author Information
Te-Wei Liu, China University of Technology, Taiwan
Yuan Hsun Chuang, China University of Technology, Taiwan

Paper Information
Conference: MediAsia2013
Stream: Media Studies

This paper is part of the MediAsia2013 Conference Proceedings (View)
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